Principles of Marketing

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.Gary Armstrong is a Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.Lloyd C. Harris is Head of the Marketing Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.Hongwei He is a Professor of Marketing at Alliance Manchester Business School, University of Manchester, and an Associate Editor for the Journal of Business Research.

• PrefaceAbout the authorsAcknowledgementsPart 1: Defining Marketing and the Marketing Process Marketing: creating customer value and engagementCompany and marketing strategy: partnering to build customer engagement, value and relationshipsPart 2: Understanding the marketplace and consumers Analysing the marketing environmentManaging marketing information to gain customer insightsConsumer markets and buyer behaviourBusiness markets and business buyer behaviourPart 3: Designing a customer value-driven strategy and mix Customer-driven marketing strategy: creating value for target customersProducts, services and brands: building customer valueDeveloping new products and managing the product life cyclePricing: understanding and capturing customer valuePricing strategies: additional considerationsMarketing channels: delivering customer valueRetailing and wholesalingEngaging consumers and communicating customer value: integrated marketing communications strategyAdvertising and public relationsPersonal selling and sales promotionDirect, online, social media and mobile marketingPart 4: Extending Marketing Creating competitive advantageThe global marketplaceSocial responsibility and ethicsAppendix 1: Marketing planAppendix 2: Marketing by numbersGlossaryIndex